County Facebook Playbook


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A guide to help 30+ county Facebook publishers.

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County Facebook Playbook

  1. 1. Fairfax CountyFacebook Playbook Version 1.0 // Feb. 25, 2013Disclaimer The following guidance is subject to change due to the ever evolving nature of Facebook 1
  2. 2. Posting Strategy From Facebook: We’re all beyond “initially” so post as often as you have relevant, timely, actionable informationUnderstand Audience Years of research by Facebook shows why people join and use: How can you tap into these four key tenets with your posts? 2
  3. 3. • We’re competing with cute puppies and cute kids! • Add value, not noise • Be: • Relevant • Timely • ActionableUnderstand EdgeRank We’re not reaching all of our fans with every message: 3
  4. 4. EdgeRank Source: EdgeRank 4
  5. 5. Explaining EdgeRankExplaining EdgeRank 5
  6. 6. Explaining EdgeRank 6
  7. 7. Explaining EdgeRankExplaining EdgeRank 7
  8. 8. Explaining EdgeRankExplaining EdgeRank 8
  9. 9. Explaining EdgeRankExplaining EdgeRank Know YOUR Page demographics; example above may not reflect a county government page 9
  10. 10. Research Says… Send messages at various times of the day to reach different audiences: – AM, PM, weekends Schedule messages:Research Says… Be conversational and informal; limit government speak! Use “we” and “our” Speak directly to your audience rather than about them 10
  11. 11. What Not to Post Opinions PDFs Commercial/private sector information (i.e., endorsements) Internal content such as awards or employee info Do not try to control the conversation; be a participant with factsPublishingPublishing Facebook posts takes precisionLots of little details executed well equalan effective post 11
  12. 12. Posting MechanicsMethod 1: Method 2: Method 3:Post as a Picture Post as a Link Post as a Share Best choice Posting Mechanics Edit sections in red (methods 2 & 3): – Always delete “Fairfax County, Virginia” in headline – Make sure subtext is helpful – Use relevant thumbnail or no thumbnail at all 12
  13. 13. No!Pay Attention to Thumbnails 13
  14. 14. Other Details Make sure you post links, if necessary, with more details Do not copy+paste an entire news release Tag other pagesTag Other PagesInclude active tags toPages your Page likesUse the @ symbol andthen start typing thename of the FacebookPage 14
  15. 15. Page NewsFeed“Use Facebook As” and then click Facebook logo: 15
  16. 16. Be sure to sort! You most likely want “Most Recent” Monitoring/Responding When you post, be sure to check back often the first day or two for comments/questions After a day or two, comments stop unless the conversation continues Do not try and control the conversation; let people express themselves… 16
  17. 17. 10 Criteria for Deleting 1.) Vulgar language 2.) Personal attacks 3.) Offensive comments that target or disparage any ethnic, racial, or religious group10 Criteria for Deleting 4.) Spam or links to other sites* 5.) Clearly off topic 6.) Advocate illegal activity 7.) Promote particular services, products, or political organizations* If a link contributes to the conversation, then use your judgment to keep it 17
  18. 18. 10 Criteria for Deleting 8.) Infringe on copyrights or trademarks 9.) Use personally identifiable medical information 10.) Information that may compromise the safety, security or proceedings of public systems or any criminal or civil investigationsDeleting Comments BEFORE deleting, take a screenshot of the topic you posted and the comment you’re about to delete and save it for any future litigation that may happen You CANNOT delete comments that disagree with a policy, position or point of view, as long as the comments do not violate the 10 criteria 18
  19. 19. Deleting: Two Steps1.) Hide as Spam 2.) Delete this CommentSpam Comments If marked as “spam” by public or admin, then comment remains visible only to the fan and his/her friends who also like your page Spam comments appear in gray box Monitor for comments that aren’t spam – unmark as spam 19
  20. 20. Cover Photo • Unique, Compelling • Single Image • 851x315 pixels • View page 8 of handout for what Facebook prohibitsCover Photo 20
  21. 21. Other Image Sizes 21